Creating a LinkedIn company page is a rite of passage for many business owners.
LinkedIn is one of the top social media and professional networking platforms. Whereas Facebook exists to remind you of your second cousin’s upcoming fall wedding, LinkedIn is a more appropriate location for job updates, professional insights, and networking with colleagues, friends, and industry leaders.
For business owners, the platform can be used to drive brand awareness, advertise job openings, and connect with qualified talent - free of charge. Before you start thinking about your LinkedIn marketing strategy, first you have to create a page for your company. Here's what you need to know to get started.
How to create a business page on LinkedIn
Before you begin, make sure that you have all necessary materials to create a page for your business represents your brand accurately. This includes basic company information, as well as a logo, branded cover photo, and any other content you want to include. Once you have all you marketing materials prepared, you're ready to create your page.
Tip: The person who is going to manage your company’s LinkedIn page must first have their own personal profile. If you're new to the platform and need help setting up a personal account, check out our guide to learn what you need to know about using LinkedIn.
1. On the homepage, select "Work", then click on "Create a Company Page"
Go to your LinkedIn homepage and find the "Work" icon that looks like a small grid on the top-right of your screen. By clicking on this icon you will see a new menu with items such as Talent Solutions, Sales Solutions, and Post a job. Scroll down to the bottom of that list and click on Create a Company Page.
2. Choose the type of page you're creating
In this section, you're prompted to choose the type of page you want to create. Pick between small business, medium to large business, showcase page, or educational institution. It's most likely that your company falls under one of the first two options.
3. Enter company information
On this page, you will fill out all of the basic information about your company including the name, industry, size, and website. Adding a logo and tagline are optional during this portion of the process.
You will also have to choose the URL you want visitors to search in order to find your company on LinkedIn. This is also the way LinkedIn will organize you as a company versus an individual. Every company URL will follow the same format: linkedin.com/company/company-name
If your first pick for URL is taken, try a different variation of that same concept. A URL is like a mailing address for the internet, and unfortunately, no two can be the same.
Here are the guidelines LinkedIn requires for your company page URL. Without following these guidelines, your URL will not be approved:
Must contain at least one non-numeric character.
Can be a lowercase alphabet, numeric, hyphen, or Chinese, Japanese, or Korean (CJK) Unicode.
Must not include more than one consecutive hyphen (i.e. company--name) and can't have a hyphen at the beginning or end (i.e. -company-name or company-name-).
Any improper characters will be automatically replaced with a hyphen.
4. Verify your information and click "Create page"
After you’ve settled on the perfect URL, check the box to verify you have the right to create this page. You cannot create the page without checking this box off.
Once you have done all of the above, select “Create page.” From here, you begin the process of editing your profile to perfection. You will be taken to the next page, which will help guide you through the process as much or as little as you need. Congrats - your company is officially on LinkedIn.
Optimizing your LinkedIn business page
Now that your company page is live, you want to make sure it's on brand and representing your business in the best way. Here are a few additional steps to take:
Add a profile picture and cover image
One of the first things on your to-do list is to upload a profile picture and banner image to your profile. This will make your profile look complete and ensure your company is putting its best foot forward.
For your profile picture, simply take a picture of your company logo and makes sure it fits within LinkedIn's image specifications. The recommended size for logo images is 300 x 300 pixels. You can choose any image you'd like as your banner image. Many brands choose to change their banner images periodically to promote their current marketing campaigns. LinkedIn recommends that all cover photos are displayed at 1536 x 768 pixels.
Create and share original content
Visitors to your page won't be impressed if they notice that your company rarely shares content on your profile. The good news is that you don't have to dedicate all new resources towards creating content solely for your LinkedIn page. Think of your company profile as just another channel through which you can share company news, upcoming events, webinars, and blog posts. This gives you an opportunity to engage with your LinkedIn audience and give them a glimpse into happenings at your company.
Assign additional administrators to manage your account
It's important to note that LinkedIn allows you to set more than one person as an administrator of your company page. This is vital in the event that the original admin is on vacation, leaves the company, or is otherwise unable to access the page. By giving access to multiple team members, you can ensure that your page will always have someone managing it effectively.
Ready for business
Now that your page is live, it’s important to keep it up to date. People look at your online presence to gain an understanding of what your company is actually like. Keeping your profile information accurate and posting regular updates will only serve to improve brand reputation and increase the number of applicants interested in your job openings.
Grace Pinegar is a lifelong storyteller with an extensive background in various forms such as acting, journalism, improv, research, and content marketing. She was raised in Texas, educated in Missouri, worked in Chicago, and is now a proud New Yorker. (she/her/hers)